Should advertisers spend their time and ad dollars on longer YouTube ads, or will shorter ads save them from making a mistake? While media experts debate the strengths of different lengths, it appears that longer ads go a long way toward achieving certain marketing goals.

To find out whether the length of a YouTube ad affected viewer response, Google partnered with Mondelēz International and Droga5 to study the value of length in video ads. To show some of the revealing results, MDG Advertising compiled their results and created the new infographic:

The graphic examines the current tastes and trends in both TV and video ad length, as well as recent data on their differences. The infographic also spotlights each step of the video ad analysis, followed by the results of the research to show how video ad length affected key brand lift metrics.

To see if longer is better or shorter is superior when creating YouTube ads, take a look at the key findings on whether longer ads are worthwhile in the long run.

The infographic highlights the following findings regarding YouTube ads:

3 minutes was the average length of YouTube ads on the Ads Leaderboard in 2014

A longer ad format allows the viewer’s connection to the brand to be continually reinforced as the story unfolds.

Longer ads are more effective in increasing brand favourability.

About the author

Michael Del Gigante is the President and Creative Director of MDG Advertising. With his extensive industry experience and insight, Michael has turned what once was a conventional advertising agency into an integrated marketing firm based on an innovative 360-degree marketing philosophy. You can connect with him on LinkedIn for expert advices and interesting conversations!

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